Cognitive Social Psychology

Social psychology is presently dominated by cognitive theories that emphasize the importance of personal beliefs and in tellective processes as the immediate determinants of behavior. The present paper explores two areas of.research within this tra dition : (1) beliefs about the external world, and (2) beliefs about the self. The paper concludes with a brief critique of the cognitive approach to social psychology.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/69030/2/10.1177_014616727700300402.pd

'Pick any' measures contaminate brand image studies

Brand image measures using the typical pick-any answer format have been shown to be unstable (Rungie et al., 2005). In the present study, we find that the poor stability results are mainly caused by the pick-any measure itself because it allows consumers to evade reporting true associations. Using a forced-choice binary measure, we find that stable brand attribute associations are in fact present with much higher incidence (70%), thus outperforming both the measures predominantly used in industry (pick-any, 41%) and academia (7-point scale measure, 59%). Under simulated optimal conditions the forced-choice binary measure leads to 90% stability of brand-attribute associations and is therefore recommended as the optimal answer format for brand image studies